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Abstract
Consumer behaviour or buyer behaviour has gained increased importance in a consumer oriented marketing planning and management. Consumer durables have emerged as one of the fastest growing industries in India. Once perceived as luxury items, consumer durables today have become as an indispensable tool of everyday use for the Indian middle class families. The largest contributing sector among durables is white goods, also known as consumer appliances, like washing machines, refrigerators, mixes, wet grinder, and air conditioners Consumers’ attitude and purchase preferences have been vastly changing all over the world for the past a few years particularly in the Indian white goods market due to the entry of foreign brands which create heavy competition as well as broad choice for buyers. Every marketer is constrained to find out factors for which buyers give much importance and how far they are satisfied with these factors. In this research examines the purchase behavior and attitude of buyers towards selected white goods such as washing machines, refrigerators, mixes, wet grinder, and air conditioners. The introduction of different types of durables has also brought out many significant changes in the tastes and preferences of ultimate consumers in recent years.